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  • 30 Nov 2017
  • News

Happy Meals (Are Here Again)

Within—Almost 90% of McDonald’s in the US are owned and operated by franchisees. Paulo Pena (MBA 2004) runs the rest. Hear from Kristy Cunningham on the all-day breakfast initiative on the Skydeck podcast Five days after the call, Thompson announced his retirement.... View Details
Keywords: Dan Morrell; photographed by Saverio Truglia
  • October 2000
  • Case

Procter & Gamble Italy: The Pringles Launch (A)

By: Roy D. Shapiro
Procter & Gamble's (P&G) Pringles potato chips have been a very successful brand. This case reviews the development and first launch in the United States, then in markets around the world. Italy is one of the last countries where Pringles will be launched. Should P&G... View Details
Keywords: Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Launch; Emerging Markets; Product Development; Adoption; Value Creation; Pharmaceutical Industry; United States
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  • 23 Sep 2013
  • Research & Ideas

Status: When and Why It Matters

status plays a role in the price. But we also have to admit that it is one of the best cars ever produced, and that many deem the combination of its performance characteristics and quality without equal. "To get at the symbolic value... View Details
Keywords: by Dina Gerdeman
  • 27 Jul 2011
  • Research & Ideas

Customer Loyalty Programs That Work

president and CEO of grocery chain Stop & Shop. In 2007, certain brands of pet food manufactured in China and sold at several locations were found to be contaminated with melamine. Many pets became sick, and some even died. Through it... View Details
Keywords: by Maggie Starvish; Retail
  • 05 Feb 2009
  • Research & Ideas

In Praise of Marketing

latent or explicit. It involves branding these products and services, communicating their benefits to intermediaries and end consumers, and distributing them. All of these activities involve value creation.... View Details
Keywords: by John Quelch; Advertising
  • 09 Feb 2018
  • Research & Ideas

Big Hits: The Best of the 2018 Super Bowl Ads

salves to help relieve them. Brands were looking to reassert traditional American values like inclusion and the celebration of differences in the face of more negative recent trends like anti-immigrant and... View Details
Keywords: Re: Multiple Faculty; Telecommunications
  • 26 May 2009
  • Research & Ideas

Improving Market Research in a Recession

recession, it's essential to get a clear read on existing core customers, including those who are most loyal to the brand and those who are most profitable, rather than fritter away research resources on potential or peripheral consumers.... View Details
Keywords: by John Quelch
  • Fast Answer

Companies: rankings

Rights Campaign Corporate Equality Index. Look for link to Best Places to Work for LGBTQ+ Equality Top 100 Most Valuable Global Brands an analysis of brand value produced by... View Details
  • 29 Sep 2015
  • First Look

September 29, 2015

(HBIP) provides a platform for managing a corporate heritage brand. Originality/value—This is the first field-based study of the Nobel Prize from a strategic brand management perspective. Publisher's link:... View Details
Keywords: Sean Silverthorne
  • 06 Dec 2021
  • News

Action Plan: Whole Sale

retailers to connect with consumers, he adds. “Beauty is a category that has the ability to articulate a brand promise or personality,” says Balbale, which is particularly appealing to Gen Z—and others. “Retailers are beginning to... View Details
Keywords: April White; ecommerce; bricks and mortar; marketing; beauty
  • 28 Aug 2018
  • First Look

New Research and Ideas, August 28, 2018

recruit in the future Purchase this case:https://cb.hbsp.harvard.edu/cbmp/product/718497-PDF-ENG Harvard Business School Case 518-086 The Art and Science of Brand Valuation Brand valuation, the art and... View Details
Keywords: Dina Gerdeman
  • November 1991
  • Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser
On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Sports Industry; Entertainment and Recreation Industry
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  • 01 Sep 2017
  • News

3-Minute Briefing: Jeetendr Sehdev (MBA 2004)

selfies incredibly meaningful and empowering. We need that compassion and emotional understanding to create brands that connect. Brands today are looking to develop fanatics. Being careful or silent as a... View Details
Keywords: Julia Hanna; News, Library, Internet, and Other Services; Information
  • 14 Nov 2016
  • Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

negative advertising, the longer it lingers. Brands depend on the health of the whole system through which value is created and sustained. If you compare your brand to... View Details
Keywords: by John A. Deighton
  • November 2019 (Revised September 2022)
  • Case

TripAdvisor: An Itinerary for Growth

By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
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  • 01 Mar 2019
  • News

3-Minute Briefing: Richard Edelman (MBA 1978)

about my kids succeeding me. But the second piece is, oh my God, this business is different than it was even five years ago. “Public relations” is not a complete description of our work anymore. Everything is being driven by brand... View Details
Keywords: Julia Hanna; Advertising, Public Relations, and Related Services; Professional Services
  • 09 Apr 2018
  • Blog Post

Is Business School Right for You?

Dr. Jill Avery is a senior lecturer in the marketing unit at Harvard Business School, an authority on brand management and customer relationship management (CRM), and the Faculty Chair for HBS Peek. Imagine yourself sitting in a classroom... View Details
  • 16 Aug 2010
  • Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

Lifetime Value Analysis" toolkit complements the "HubSpot: Inbound Marketing and Web 2.0" case, which introduces the concept of calculating the value that a customer segment delivers to the... View Details
Keywords: by Sarah Jane Gilbert
  • 01 Sep 2010
  • News

Dare to be Different

to do something extraordinary and every other brand in the market simply emulates it, those other brands lose, the marketplace loses, consumers lose, and you end up destroying View Details
Keywords: Jeff Cruikshank;Youngme Moon; Advertising, Public Relations, and Related Services; Professional Services
  • 09 Oct 2018
  • First Look

New Research and Ideas, October 9, 2018

(website) Uninformed Consent By: John, Leslie K. Abstract—Companies want access to more and more of your personal data—from where you are to what’s in your DNA. Can they unlock its value while respecting consumers’ privacy? Publisher's... View Details
Keywords: Dina Gerdeman